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Pre-recorded
Watt’s UP
by emin askerov
With Startups
Solving the Catch 22 in Scaling Up
Andreas Forfang
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A series on energy transition entrepreneurship with Emin Askerov
Stories from founders, investors and experts
Successes and failures of energy transition startups
Energy transition startups: what makes them unique
Watch the Episode: https://youtu.be/USrchA8exvA?si=uvqJADE3wvBrSebb
Episode #0 Kick-off
In the first episode, you’ll hear:
Energy Management Trainer
Expert, researcher, trainer, and advocate in energy transition and sustainable development, focusing on energy efficiency and energy management, ISO 50001 auditor, trainer and consultant.
Maria has over 15 years of projects and programs experience at corporate, municipal, regional, and national levels, policy elaboration, and working in collaboration with governmental, business, and non-governmental organisations, including notable companies such as Fortum, Mondi, GIZ, dena, and UNIDO.
Episode #0 Kick-off
In the first episode, you’ll hear:
- Why startups are an integral part of the energy transition
- How energy transition startups differ from IT startups
- What unique challenges do energy transition startups face
Energy Management Trainer
Expert, researcher, trainer, and advocate in energy transition and sustainable development, focusing on energy efficiency and energy management, ISO 50001 auditor, trainer and consultant.
Maria has over 15 years of projects and programs experience at corporate, municipal, regional, and national levels, policy elaboration, and working in collaboration with governmental, business, and non-governmental organisations, including notable companies such as Fortum, Mondi, GIZ, dena, and UNIDO.
Watch the Episode: https://youtu.be/USrchA8exvA?si=uvqJADE3wvBrSebb
Emin will talk about:
Emin will talk about:
- Why do startups go to COP28? And should they?
- UAE startups – anything happening?
- Year 2023 – the impetus for scaling
- What we will watch out for in 2024
Watch the Episode: https://youtu.be/USrchA8exvA?si=uvqJADE3wvBrSebb
In this episode, Emin Askerov invited Boris Bekkering from Regreener to discuss voluntary carbon markets.
Why is this important?
Voluntary carbon offset markets are controversial, and took a massive blow last year, with prices per ton of CO2 equivalent falling below 1$. At the same time, McKinsey is forecasting market growth to $50B by 2030.
What will be discussed:
What kind of startups do business in this market, how do they make money, and how do they grow?
Guest Speaker: Boris Bekkering from Regreener
Head of Climate Impact
Startup Profile: Regreener
Founded in 2021
HQ location – Amsterdam, The Netherlands
Business – planting trees and trading carbon offsets
Core values – simplicity, transparency, positivity
Numbers – 10+ employees, 150+ business clients
In this episode, Emin Askerov invited Boris Bekkering from Regreener to discuss voluntary carbon markets.
Why is this important?
Voluntary carbon offset markets are controversial, and took a massive blow last year, with prices per ton of CO2 equivalent falling below 1$. At the same time, McKinsey is forecasting market growth to $50B by 2030.
What will be discussed:
What kind of startups do business in this market, how do they make money, and how do they grow?
Guest Speaker: Boris Bekkering from Regreener
Head of Climate Impact
Startup Profile: Regreener
Founded in 2021
HQ location – Amsterdam, The Netherlands
Business – planting trees and trading carbon offsets
Core values – simplicity, transparency, positivity
Numbers – 10+ employees, 150+ business clients
Watch the Episode: https://youtu.be/moPYTdvsPOE
In this episode, Emin invited Polina Vasilenko from HelioRec to discuss scaling floating solar technology.
Why is this important?
How do startups find their niche in a booming market? How to grow your team and not lose control? How to find customers in what is basically a B2G market?
What will be discussed:
How do startups find their niche in a booming market? How to transition from pilot projects to a production line? What strategic decisions should be made?
Guest Speaker: Polina Vasilenko from HelioRec
CEO, Founder
Startup Profile: HelioRec
Founded in 2019
HQ location – Nantes, France
Business – floating solar technology
Core values – clean and affordable energy
Numbers – 10+ employees, 60+ combined years of experience
In this episode, Emin invited Polina Vasilenko from HelioRec to discuss scaling floating solar technology.
Why is this important?
How do startups find their niche in a booming market? How to grow your team and not lose control? How to find customers in what is basically a B2G market?
What will be discussed:
How do startups find their niche in a booming market? How to transition from pilot projects to a production line? What strategic decisions should be made?
Guest Speaker: Polina Vasilenko from HelioRec
CEO, Founder
Startup Profile: HelioRec
Founded in 2019
HQ location – Nantes, France
Business – floating solar technology
Core values – clean and affordable energy
Numbers – 10+ employees, 60+ combined years of experience
Watch the Episode: https://www.youtube.com/watch?v=maUr6kJE2QE
In this episode, Emin invited Tanya Mulesa, an impact entrepreneur and an advocate for sustainable fashion.
Why is this important?
Fashion is not sustainable, and while regulations will surely come to change this, it has not happened yet. Green fashion startups are trying to make an impact instead.
What will be discussed:
Will there be a “Tesla” moment and its data-driven approach in fashion? And what should the founders pay attention to when launching their sustainable fashion startups?
Guest Speaker: Tanya Mulesa, Walk It and CICON.App Co-Founder
Startup Profile: Walk It and CICON.App,
Founded in 2018
HQ location – Wigan, England
Business – post-sale services app
Core values – reduce, regenerate, repair, recycle
Numbers – 10 partner brands
In this episode, Emin invited Tanya Mulesa, an impact entrepreneur and an advocate for sustainable fashion.
Why is this important?
Fashion is not sustainable, and while regulations will surely come to change this, it has not happened yet. Green fashion startups are trying to make an impact instead.
What will be discussed:
Will there be a “Tesla” moment and its data-driven approach in fashion? And what should the founders pay attention to when launching their sustainable fashion startups?
Guest Speaker: Tanya Mulesa, Walk It and CICON.App Co-Founder
Startup Profile: Walk It and CICON.App,
Founded in 2018
HQ location – Wigan, England
Business – post-sale services app
Core values – reduce, regenerate, repair, recycle
Numbers – 10 partner brands
Watch the Episode: https://youtu.be/Pg8CchhjFT8?si=snWzRXdF96QOAXHE
In this episode, Emin invited Duke Oh, Founder & CEO of Jr Energy Solution in Korea.
Why is this important?
Energy storage is a crucial part of the energy transition. Whether it’s a battery to store excess energy from your solar panels, a source of power for your electric vehicle, or a portable power bank for your phone – batteries are irreplaceable, and the demand for them will continue to grow.
What will be discussed:
How can a startup enter the battery manufacturing industry and not only stay afloat but also become a pioneer in its craft?
Guest Speaker: Duke Oh, Jr Energy Solution
Co-Founder, CEO
Startup Profile: Jr Energy Solution
Founded in 2022
HQ location – Seoul, Korea
Business – turnkey and innovative solutions for electrode and battery manufacturing
Numbers – over 100 years of combined experience in the battery/ e-mobility industry
In this episode, Emin invited Duke Oh, Founder & CEO of Jr Energy Solution in Korea.
Why is this important?
Energy storage is a crucial part of the energy transition. Whether it’s a battery to store excess energy from your solar panels, a source of power for your electric vehicle, or a portable power bank for your phone – batteries are irreplaceable, and the demand for them will continue to grow.
What will be discussed:
How can a startup enter the battery manufacturing industry and not only stay afloat but also become a pioneer in its craft?
Guest Speaker: Duke Oh, Jr Energy Solution
Co-Founder, CEO
Startup Profile: Jr Energy Solution
Founded in 2022
HQ location – Seoul, Korea
Business – turnkey and innovative solutions for electrode and battery manufacturing
Numbers – over 100 years of combined experience in the battery/ e-mobility industry
Watch the Episode on YouTube
Why is this important?
Researchers from the University of Cambridge estimate that the production and use of fertilizers make up 5% of global GHG emissions. Decarbonizing agriculture is complex, and reducing the emissions from fertilizer manufacturing can be a good starting point. Fertilizers can be made ‘greener’ by utilizing nonfossil sources and renewable energy in manufacturing. Learn more about the story of a startup that decided to make a ‘greener’ version of calcium ammonium nitrate.
What will be discussed:
Guest Speaker: Olivier Mussat, ATOME
CEO
Startup Profile: ATOME
Founded in 2021
HQ location – Leeds, United Kingdom
Business – green fertilizers manufacturing
Mission – Build a platform for a cleaner, more sustainable future for our planet where growing populations have access to affordable and sustainable food produced using zero-carbon fertilizer
Vision – To create a greener, cleaner world in which food security is enhanced for all
Why is this important?
Researchers from the University of Cambridge estimate that the production and use of fertilizers make up 5% of global GHG emissions. Decarbonizing agriculture is complex, and reducing the emissions from fertilizer manufacturing can be a good starting point. Fertilizers can be made ‘greener’ by utilizing nonfossil sources and renewable energy in manufacturing. Learn more about the story of a startup that decided to make a ‘greener’ version of calcium ammonium nitrate.
What will be discussed:
- How to leave IFC and join a startup
- Why focusing on decarbonizing the hard-to-abate part of fertilizer manufacturing is important
- How to choose a niche in the hydrogen market and not fall prey to hype
- How to assemble a team for a multi-million-dollar project
- Why your first investment round can be an IPOP
Guest Speaker: Olivier Mussat, ATOME
CEO
Startup Profile: ATOME
Founded in 2021
HQ location – Leeds, United Kingdom
Business – green fertilizers manufacturing
Mission – Build a platform for a cleaner, more sustainable future for our planet where growing populations have access to affordable and sustainable food produced using zero-carbon fertilizer
Vision – To create a greener, cleaner world in which food security is enhanced for all
Watch the Episode on Youtube
Why is this important?
According to the IEA, buildings’ operations account for 30% of global final energy consumption and 26% of global energy-related emissions. According to a recent UNEP report, the buildings and construction sector is the largest emitter of greenhouse gases by far. How do you decarbonize such a significant emitter? The change should come from large players as well as individuals. What can you, as an individual, do to reduce your home's energy consumption and carbon footprint?
Learn more about the story of a startup helping to solve the problem of significant energy consumption and emissions from buildings by enabling homeowners to switch to heat pumps and solar energy.
What will be discussed:
Guest Speaker: Lisandro Kaunitz, Energy Renovation Studio
CEO
Startup Profile: Energy Renovation Studio
Founded in 2023
HQ location – Trento, Italy
Business – green fertilizers manufacturing
What customers say – Reliability, competence, punctuality and courtesy
Why is this important?
According to the IEA, buildings’ operations account for 30% of global final energy consumption and 26% of global energy-related emissions. According to a recent UNEP report, the buildings and construction sector is the largest emitter of greenhouse gases by far. How do you decarbonize such a significant emitter? The change should come from large players as well as individuals. What can you, as an individual, do to reduce your home's energy consumption and carbon footprint?
Learn more about the story of a startup helping to solve the problem of significant energy consumption and emissions from buildings by enabling homeowners to switch to heat pumps and solar energy.
What will be discussed:
- How to go from being a neuroscientist to a hardware Greentech founder
- You just can’t decarbonize with software. You need hardware, and you need people
- Heat pumps are ten times more difficult to install than rooftop solar. So you need to start with your employees and get the installation process right
- How to get 10000 plumbers to work
- System designers are a bottleneck to growth
- Watch out for “Tarpit” ideas
- When starting, have a plan for scaling your business
Guest Speaker: Lisandro Kaunitz, Energy Renovation Studio
CEO
Startup Profile: Energy Renovation Studio
Founded in 2023
HQ location – Trento, Italy
Business – green fertilizers manufacturing
What customers say – Reliability, competence, punctuality and courtesy
Watch the Episode on YouTube
In this episode, Emin invited Vlad Batkhin, Founder and CEO of Voltcore.
Why is this important?
According to the IEA, space and water heating emissions account for over 80% of direct CO2 emissions in the buildings sector. Heating also contributes to emissions from industry and transportation.
How can we revolutionize heating to reduce energy consumption and lower our carbon footprint? The answer lies in innovative materials and smart technology that can make heating systems more efficient and environmentally friendly.
Discover how a startup is leading this change with cutting-edge conductive polymer filaments that promise significant energy savings and a greener future.
What will be discussed:
Guest Speaker: Vlad Batkhin, Voltcore
Founder, CEO
Startup Profile: Voltcore
Founded in 2022
HQ location – Luxembourg
Business – conductive polymer filaments manufacturing
In this episode, Emin invited Vlad Batkhin, Founder and CEO of Voltcore.
Why is this important?
According to the IEA, space and water heating emissions account for over 80% of direct CO2 emissions in the buildings sector. Heating also contributes to emissions from industry and transportation.
How can we revolutionize heating to reduce energy consumption and lower our carbon footprint? The answer lies in innovative materials and smart technology that can make heating systems more efficient and environmentally friendly.
Discover how a startup is leading this change with cutting-edge conductive polymer filaments that promise significant energy savings and a greener future.
What will be discussed:
- Going from petrochemical R&D and business development to Greentech startups
- How conductive polymers make heating more energy-efficient
- From 0 to TRL5 in 3 years
- How to decide whether you need a FOAK plant
- Finding and dealing with bottlenecks
- Startups and work-and-life balance
Guest Speaker: Vlad Batkhin, Voltcore
Founder, CEO
Startup Profile: Voltcore
Founded in 2022
HQ location – Luxembourg
Business – conductive polymer filaments manufacturing
Watch the Episode on YouTube
In this episode, Emin invited Maxine Cronier, Head of Global Partnerships and Sales at SmartHelio.
Did you know solar photovoltaics, just like any machinery, need more than just routine checkups to stay efficient? Predictive analytics helps solar farms avoid both performance loss and equipment damage by optimizing maintenance timing, ensuring solar farms perform at peak efficiency.
In its five years of operation, SmartHelio transitioned from a hardware company to a software one, helping solar farm owners optimize their workflow and minimize losses.
Discover how a startup is reshaping a growing industry with cutting-edge technology and software, aiming to become “the brains of clean energy”.
What will be discussed:
Guest Speaker: Maxine Cronier, SmartHelio
Head of Global Partnerships and Sales
Startup Profile: SmartHelio
Founded in 2019
Offices in Switzerland, USA and India
Business – predictive analytics for solar power
Mission – Provide efficient software solution for solar asset scaling, operational excellence, and climate change mitigation
In this episode, Emin invited Maxine Cronier, Head of Global Partnerships and Sales at SmartHelio.
Did you know solar photovoltaics, just like any machinery, need more than just routine checkups to stay efficient? Predictive analytics helps solar farms avoid both performance loss and equipment damage by optimizing maintenance timing, ensuring solar farms perform at peak efficiency.
In its five years of operation, SmartHelio transitioned from a hardware company to a software one, helping solar farm owners optimize their workflow and minimize losses.
Discover how a startup is reshaping a growing industry with cutting-edge technology and software, aiming to become “the brains of clean energy”.
What will be discussed:
- Making clients your advocates
- Switching from hardware to SaaS for scalable success
- Balancing automation with human touch
- Hiring motivated, inexperienced people: Is it worth the risk?
- Don’t automate mindlessly
- Get out of the lab and listen to feedback to scale up
Guest Speaker: Maxine Cronier, SmartHelio
Head of Global Partnerships and Sales
Startup Profile: SmartHelio
Founded in 2019
Offices in Switzerland, USA and India
Business – predictive analytics for solar power
Mission – Provide efficient software solution for solar asset scaling, operational excellence, and climate change mitigation
Watch the episode on YouTube!
In this episode, Emin invited James Hannah, Managing Director, US at Parity.
It’s no secret that heating, ventilation, and air conditioning (HVAC) systems are among the biggest energy consumers. However, with constant monitoring and control, significant cost savings and energy waste reduction are within reach.
Enter Parity, a startup operating in the U.S. and Canada that’s so confident in its solution that it guarantees utility cost savings. This confidence stems from refining its product and focusing on a specific market: multi-family dwellings.
Join us to learn how Parity grew by mastering the sale of a complex software product, chose focus over scaling, and how they’re now preparing for expansion.
What will be discussed:
Guest Speaker: James Hannah, Parity
Managing Director, US
Startup Profile: Parity
Founded in 2016
Offices in the USA and Canada
Business – HVAC remote control and optimization
Mission – to become the gold standard operating technology and service that transforms every building into a Grid-Interactive Efficient Building (GEB)
In this episode, Emin invited James Hannah, Managing Director, US at Parity.
It’s no secret that heating, ventilation, and air conditioning (HVAC) systems are among the biggest energy consumers. However, with constant monitoring and control, significant cost savings and energy waste reduction are within reach.
Enter Parity, a startup operating in the U.S. and Canada that’s so confident in its solution that it guarantees utility cost savings. This confidence stems from refining its product and focusing on a specific market: multi-family dwellings.
Join us to learn how Parity grew by mastering the sale of a complex software product, chose focus over scaling, and how they’re now preparing for expansion.
What will be discussed:
- Simplify complex solutions to increase sales
- Focus on customer’s ROI – and do it better than your competitors
- Consider scaling down (!) for faster growth
- Educate the investors about the benefits of your market
- Polish your core product before scaling up
- Advice to startups – make your core value proposition very clear and easy to understand, and stay focused on it
Guest Speaker: James Hannah, Parity
Managing Director, US
Startup Profile: Parity
Founded in 2016
Offices in the USA and Canada
Business – HVAC remote control and optimization
Mission – to become the gold standard operating technology and service that transforms every building into a Grid-Interactive Efficient Building (GEB)
Watch the episode on YouTube!
Take a peek outside the startup box – in this episode, Emin talks with an investor and accelerator founder. What is the role of accelerators in startup growth? How do they select startups to work with? And why is having a kid likely to make you care more about climate change?
Hear from Jonathan Stokely, co-founder of Coventure, an investor and founder who is now taking the startup accelerator to the next level. Strategic thinker with a passion for operations who manages cross-divisionally from engineering, finance, sales, and marketing to C-suite. Jonathan solves problems using data, KPIs, and OKRs and implements valuable processes to save time and money, and grow organizations.
What will be discussed:
Guest Speaker: Jonathan Stokely, Coventure.
Co-founder
Company Profile: Coventure
Founded in 2017 in Carbondale, Colorado
Mission – empowering rural communities to build sustainable businesses and ecosystems through tactical solutions and engagement
Take a peek outside the startup box – in this episode, Emin talks with an investor and accelerator founder. What is the role of accelerators in startup growth? How do they select startups to work with? And why is having a kid likely to make you care more about climate change?
Hear from Jonathan Stokely, co-founder of Coventure, an investor and founder who is now taking the startup accelerator to the next level. Strategic thinker with a passion for operations who manages cross-divisionally from engineering, finance, sales, and marketing to C-suite. Jonathan solves problems using data, KPIs, and OKRs and implements valuable processes to save time and money, and grow organizations.
What will be discussed:
- Accelerators can offer conflicting advice and be inefficient during scaling-up
- Scaling up = building processes and operations. Why is investing in the right people vital for this?
- Can founders protect their shares from dilution – and is it even worth it?
Guest Speaker: Jonathan Stokely, Coventure.
Co-founder
Company Profile: Coventure
Founded in 2017 in Carbondale, Colorado
Mission – empowering rural communities to build sustainable businesses and ecosystems through tactical solutions and engagement
Watch the episode on YouTube!
In the latest episode of WattsUpWithStartups, Emin Askerov sits down with Ewout Lubberman of LeydenJar to unpack the rollercoaster of scaling up cutting-edge battery tech.
What will be discussed:
– Customer buy-in: Do you need an off-take agreement, or is a solid sales funnel enough?
– Tech scouts: Who they are and how they might help secure your first deals.
– FOAK sizing: How LeydenJar decided how big to go with their first-of-a-kind plant.
– The battery shakeout: Why the wave of bankruptcies may be just beginning.
– Scale-up hiring: How talent needs shift as you move from startup to scale-up.
Guest Speaker: Ewout Lubberman, LeydenJar
Head of Product Management
Company Profile: LeydenJar
Founded in 2016 in the Netherlands
In the latest episode of WattsUpWithStartups, Emin Askerov sits down with Ewout Lubberman of LeydenJar to unpack the rollercoaster of scaling up cutting-edge battery tech.
What will be discussed:
– Customer buy-in: Do you need an off-take agreement, or is a solid sales funnel enough?
– Tech scouts: Who they are and how they might help secure your first deals.
– FOAK sizing: How LeydenJar decided how big to go with their first-of-a-kind plant.
– The battery shakeout: Why the wave of bankruptcies may be just beginning.
– Scale-up hiring: How talent needs shift as you move from startup to scale-up.
Guest Speaker: Ewout Lubberman, LeydenJar
Head of Product Management
Company Profile: LeydenJar
Founded in 2016 in the Netherlands
In this episode of Watt’s Up With Startups, Emin Askerov sits down with Andreas Forfang from Vianode — a startup that cracked the Catch-22 of scaling clean tech.
What will be discussed:
🔹 Lab → Pilot → Demo → FOAK: Why scaling in iterations reduced technology risk and built trust with clients and investors
🔹 The Catch-22 of scaling: You need commercial-scale validation to attract funding — but need funding to build at scale
🔹 Investor–client compromise: How Vianode balanced capital constraints with customer readiness
🔹 Strategic spin-out: Why Vianode separated from Elkem in 2021 to raise funds and develop its own operational model
Guest Speaker: Andreas Forfang, Vianode
VP Sustainability & Public Affairs
Company Profile: Vianode
Founded in 2016 in Norway
What will be discussed:
🔹 Lab → Pilot → Demo → FOAK: Why scaling in iterations reduced technology risk and built trust with clients and investors
🔹 The Catch-22 of scaling: You need commercial-scale validation to attract funding — but need funding to build at scale
🔹 Investor–client compromise: How Vianode balanced capital constraints with customer readiness
🔹 Strategic spin-out: Why Vianode separated from Elkem in 2021 to raise funds and develop its own operational model
Guest Speaker: Andreas Forfang, Vianode
VP Sustainability & Public Affairs
Company Profile: Vianode
Founded in 2016 in Norway
To be announced
Our speaker
Emin Askerov
Startups counselor
Emin Askerov has over 20 years of experience working in the energy sector, matching nascent technologies with corporate customers and investors. During the last 10 years, he has successfully launched three startups in traditional power generation, wind energy generation and wind turbine manufacturing, and lithium-ion cell and pack manufacturing.
Currently residing in Istanbul, Turkey, Emin is consulting investors and corporations in renewable energy and lithium-ion batteries. Turkey and Europe are his main areas of geographical focus.
Currently residing in Istanbul, Turkey, Emin is consulting investors and corporations in renewable energy and lithium-ion batteries. Turkey and Europe are his main areas of geographical focus.
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Icons designed by Eucalyp, Freepik.
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